W7 Tube It! Mascara

W7 is a British cosmetics brand founded in 2002 by Wayne Mullin and Sam Bazini. The brand was created with the goal of providing everyone with access to a wide range of high-quality cosmetics at affordable prices.

The core of the brand is based in West London, United Kingdom, where the creative team manages product development and branding. Currently, W7 is owned by Warpaint London PLC, a multi-brand group specializing in affordable makeup ranges. While the brand is British, manufacturing for most of its cosmetic items, including the Tube It! Mascara, typically takes place in China to maintain the brand’s value-driven pricing strategy.